The Small Big ideas to Persuade customers

Title inspiration from Dr. Robert Cialdini’s book “The small Big”Vikram & Rajesh

Did you know... How Hotel residents were persuaded to re-use their towels & linens?

+33 % Increase

69% Compliance

75 % of people staying in this room have reused

their towel.

Single Most Effective Message

75 % of our guests staying in this hotel

reuse their towel. Please do so as well.

+26 % Increase

61% Compliance

Message 2

Please reuse your towels and linens.

Environmental BenefitsBlah Blah Blah

35% Compliance

Message 1

Experiment quoted in Dr. Robert Cialdini’s book “The small Big”

Small Change-Leads to

Big Impact

What are the small ‘big’ things we can do to persuade users?

Small Big 1

What are the small ‘big’ things we can do to persuade users to buy?

What are the small ‘big’ things we can do to persuade users to buy?

What are the small ‘big’ things we can do to persuade users to buy?

What are the small ‘big’ things we can do to persuade users to buy?

Large Search Bar

“Indicates Catalog Vastness”

--

Small Big 2

What are the small ‘big’ things we can do to persuade users to buy?

Hidden Meanings in Logos / Designs...

Visual Cues within logos can be used as powerful yet subtle persuasion points

amazon, FedEx

Small Big 3

Guess what most people picked?Wines by the Glass

Our house wine $5.00Riesling $6.00Gewürztraminer $6.75Chardonnay $7.25Sauvignon blanc $7.75Syrah $8.50Merlot $8.95Cabernet sauvignon $10.50Pinot Noir $11.25

How do you think that average ticket size was increased?

WHY?

Experiment quoted in Dr. Robert Cialdini’s book “The small Big”

The Order was reversed from High to Low Wines by the Glass

Pinot Noir $11.25Cabernet sauvignon $10.50Merlot $8.95Syrah $8.50Sauvignon blanc $7.75Chardonnay $7.25Gewürztraminer $6.75Riesling $6.00Our house wine $5.00

How do you think that average was further increased?

Why did it increase?

A Scooter AdWines by the Glass

Pinot Noir $11.25Cabernet sauvignon $10.50Merlot $8.95Syrah $8.50Sauvignon blanc $7.75Chardonnay $7.25Gewürztraminer $6.75Riesling $6.00Our house wine $5.00

Sargent Scooter$2570.90

Small Big Ideas: Easy to execute Creates Big Impact Acts as a subtle yet powerful persuasion

technique

Thank You